"Vibrant Free Trade Port, Charming Hainan Island" 2026 Hainan Tourism and Culture Week in Chongqing Wraps Up

Editor: Alisa ZengOctober 20, 2026

According to the Hainan Provincial Department of Tourism, Culture, Radio, Television, and Sports: Heading from mountains to sea, a warm winter awaits. From October 16 to 18, the series of events for the 'Vibrant Free Trade Port, Charming Hainan Island' 2026 Hainan Tourism and Culture Week in Chongqing, hosted by the Hainan Provincial Department of Tourism, Culture, Radio, Television, and Sports, successfully concluded. The event was led and coordinated by the Hainan Provincial Department of Tourism, Culture, Radio, Television, and Sports, in collaboration with multiple departments including the Hainan Provincial Department of Agriculture and Rural Affairs and the Hainan Provincial Department of Transportation. It innovatively adopted a new promotional model that packaged resources from across the island for a sudden 'airdrop' into the mountainous city, breaking away from the traditional single-format cultural and tourism promotion. The event showcased Hainan’s full-chain advantages in dining, accommodation, transportation, sightseeing, shopping, and entertainment, offering Chongqing residents a one-stop, immersive, panoramic island winter experience. This precisely tapped into the Southwest China winter tourism market and effectively boosted Hainan’s winter travel bookings, delivering an impressive result of mutual cultural and tourism empowerment between Chongqing and Hainan.

Island-Wide Showcase
Seven Exhibition Areas and Special Presentations Full of Highlights

This event is a deepened practice of the Chongqing-Hainan “Oath by the Sea and Mountains” dual-city cultural tourism IP. Centered around the theme "Every corner of Hainan is wonderful," it brought together over 30 high-quality local Hainan enterprises for a concentrated exhibition, showcasing 11,712 unique items across diverse sectors. By creating seven immersive exhibition zones, combining viewing, experience, tasting, photo ops, and interactive activities, it comprehensively displayed the cultural tourism lifestyle of Hainan Free Trade Port.

The event carefully set up six themed areas: “Good Products, Good Scenery, Good Food, Good Fun, Sweet Dreams, and Good Travel.” The "Good Products" section gathered brands like CDF Group, Hainan Special Gifts, Island Meet, and San Liang Li, displaying specialty souvenirs and duty-free products. The "Good Scenery" section promoted benchmark attractions like Hainan Tropical Wildlife Park, Ocean Flower Island Resort, and Hainan Ocean Happy World Resort, offering a one-stop glimpse of Hainan’s entire cultural tourism landscape. The "Good Food" section featured local famous brands such as Yeshou Group, Shangnantang, Yeyutang, Old Salt Season, Chengmai Coffee, Big Beak Bird, Hainan Chocolate, Windy Island, Chen Fulin, and Vinegar Master, showcasing Hainan’s distinctive culinary culture. The "Good Fun" area involved institutions like the Li Culture Brand Research Association to present traditional handicrafts like coconut carving and Li brocade alongside interactive experiences. The "Sweet Dreams" section brought together travel agencies such as Accor Group, Real Madrid Yechai International Hotel, Sanya Tianli Bay Hyatt, and Kangtai Travel, with OTA platforms like Ctrip and Tongcheng entering simultaneously to promote vacation hotels and wellness travel products. The "Good Travel" section worked with companies like Hainan Airlines and Straits Holdings to offer transportation services.

The Western Hainan Tourism Alliance had a dedicated exhibition area featuring eight cities and counties—Danzhou, Dongfang, Chengmai, Lingao, Changjiang, Tunchang, Qiongzhong, and Baisha. Under the brand “Enjoy Hainan, Fun on the West Coast,” they showcased ecologically unique cultural, wellness, and rural tourism resources. The event provided citizens and tourists with one-stop winter tourism information services, including accommodations, wellness travel, flights, and duty-free shopping, allowing visitors to "see all of Hainan in one exhibition."

At the same time, the Hainan Winter Tourism Product Promotion Conference was held, gathering cultural tourism authorities, industry associations, and tourism enterprises from Chongqing and Hainan. The Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports and the Chongqing Municipal Culture and Tourism Development Committee jointly signed the strategic cooperation agreement for the "Oath by the Sea and Mountains" Chongqing-Hainan dual-city international cultural tourism IP construction action, focusing on creating premium routes, sending tourists back and forth, and jointly promoting brands to strengthen practical cooperation. Cities, counties, and key cultural tourism enterprises promoted winter tourism products and public-benefit policies on-site while simultaneously introducing the public service platform "Cool Travel Hainan," pushing Chongqing-Hainan tourism cooperation from brand connection to project implementation and industrial collaboration.

"Hainan Kitchen" Fragrances Fill the Mountain City
The Chongqing-Qiong culinary crossover event brought 'Hainan Kitchen' to the Raffles City shopping district in Chongqing, featuring a special co-branded hotpot that blends iconic Hainan flavors like coconut chicken and fermented vinegar with the long-standing Chongqing hotpot. This allows city residents to enjoy both the fresh sweetness of the island and the spicy heat of the mountain city in one steaming pot. The event showcased a full range of Hainan local delicacies, including coconut juice, quail tea, qingbuliang (a Hainanese cold dessert), chocolate, coffee, Chengmai Fuzhou oranges, and Sanya durians—all available for free tasting throughout the day. Many ingredients and fresh fruits were specially shipped from Hainan to Chongqing, delivering the freshest island flavors directly to local residents, letting them savor Hainan tastes in one go.

After tasting, a Chongqing resident said, 'It’s my first time trying hotpot with fermented vinegar—it’s tangy and really appetizing, completely different from Chongqing hotpot.' Others were surprised, saying, 'I didn’t realize Hainan has so many unique flavors beyond seafood and coconut chicken. One visit is definitely not enough to try them all.'

During the event, the Bobo Coconut NPC island pop-up played twice daily, giving locals a close-up experience of Hainan’s warm winter vibes and an immersive taste of the island’s full charm.

High-Efficiency Traffic Conversion
The popularity of winter travel bookings has risen across the board. This event, with its diverse offerings, immersive experiences, and public benefits, was widely welcomed by citizens on-site. The buzz around activities like on-site check-ins, product inquiries, itinerary bookings, and business negotiations remained high, with nearly a million mentions across the web. During the event, the official and corporate platforms gained over 3,000 new followers; there were 102 business negotiations covering travel agencies, tourism products, fruit logistics, supermarkets, and other industries.

During the event, online searches for Hainan winter tourism in the Chongqing area increased significantly compared to the previous period. Bookings for Hainan hotels, attraction tickets, airline tickets, and wellness travel products saw a large year-on-year jump. Many citizens finalized their winter travel plans on-site and snapped up exclusive public benefit packages, successfully turning "commercial district traffic—tourism flow—actual orders" into a highly efficient conversion. On the industry side, a dedicated business negotiation area was set up, building a bridge for cultural and tourism supply-demand connections between Chongqing and Hainan. Various market players from both regions engaged in in-depth discussions, exploring cooperation opportunities in multiple fields and reaching several collaborative agreements, helping Hainan continue to expand into the Southwest cultural and tourism market.

This series of events is an important step for the Hainan Provincial Department of Culture and Tourism to deepen interprovincial cultural and tourism collaboration and practice the concept of all-region tourism development. It is also a vivid example of how the two mountain-and-water cities, Chongqing and Hainan, move forward together, complementing resources and integrating industries. From this summer’s bilateral promotion in Haikou with IP-linked campaigns to this fall’s full-resource exhibition in Chongqing and deep government-business signings, the "Sea and Mountain Oath" cultural and tourism brand continues to grow stronger, making the "Dynamic Free Trade Port, Charming Hainan Island" tourism card increasingly recognized and popular in the Southwest.

Next, the Hainan Provincial Department of Culture and Tourism will continue to leverage free trade port resources, routinely carry out interprovincial cultural and tourism promotion activities, and further strengthen the strategic cultural and tourism cooperation between Chongqing and Hainan. We sincerely look forward to more visitors from the mountain city crossing the seas to meet Hainan, immersing themselves in the island’s warm sun, turquoise waters, rainforest secrets, intangible cultural heritage, wellness, and slow-paced lifestyle, and sharing in the new development opportunities of the Hainan Free Trade Port.